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Cited by 270Environmental Sustainability in BusinessCorporate Social Responsibility ReportingSustainable Supply Chain Management

The DOI matches its Crossref record; 140 of the 146 references it cites were found in a registry or an index.

Re‐evaluating green marketing strategy: a stakeholder perspective

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Rivera‐Camino, Jaime·2007·European Journal of Marketing
DOI 10.1108/03090560710821206
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Abstract

Purpose: The present study aims to examine the influence of stakeholders on green marketing strategy (GMS). Marketing literature recognizes that stakeholders play a significant role in influencing organizations and markets, but has not targeted a single integrated approach to examine the relationship between stakeholder management and GMS. Design/methodology/approach: This research comprised several phases, including the development of a typology of GMS, an analysis of how managers prioritize stakeholders, a study of the influence of stakeholders on GMS, and an analysis of the influence of the organizational context on managers' perception of the stakeholders. The hypotheses were validated using multivariate correlational techniques. Findings: The study identified the stakeholders associated with GMS and their impact on the strategy adopted by the firms, and established how this is moderated by the firm's own economic sector and organizational characteristics. Research limitations/implications: Future studies might replicate and extend the research in other industries and countries to ascertain whether environmental concerns have different effects in other contexts. Practical implications: The surveys on GMS and stakeholder perception undertaken in the present survey are a potential source of information for managers – because they can be used as a self‐diagnostic tool to determine if a firm's attitude to the environment is reactive or proactive. Originality/value: Results show that the organizational “greening” process is not a linear, one‐dimensional progression, rather an uneven process in which several GMS profiles prioritize different stakeholders. The results also reveal that underlying perceptual, behavioral, and organizational factors influence GMS implementation.

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Cites

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Research works printed but not linked: 23

  1. Bansal, P. (1995), Why Do Firms Go Green? The Case for Organizational Legitimacy, Templeton College/Faculty of Social Sciences, University of Oxford, Oxford.
  2. Christopher, M., Payne, A. and Ballantyne, D. (1991), Relationship Marketing, Butterworth‐Heinemann, Oxford.
  3. Clair, J., Milliman, J. and Mitrof, I. (1995), “Clash or cooperation? Understanding environmental organizations and their relationship to business”, Research in Corporate Social Responsibility, Supplement No. 1, pp. 163‐93.
  4. Crane, A. and Peattie, K. (1999), “Has green marketing failed … or was it never really tried?”, Proceedings of the 8th Business Strategy and the Environment Conference, September 16th and 17th, University of Leeds, pp. 21‐30.
  5. Garrod, B. (1997), “Business strategies, globalization and environment”, Globalization and Environment, OECD, Paris, pp. 269‐314.
  6. Gummesson, E. (1999), Total Relationship Marketing; Rethinking Marketing Management: From 4 Ps to 30Rs, Butterworth Heinemann, Oxford.
  7. Hoffman, A. (1997), From Heresy to Dogma: An Institutional History of Corporate Environmentalism, New Lexington Press, San Francisco, CA.
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  9. Hunt, C. and Auster, E. (1990), “Proactive environmental management: avoiding the toxic trap”, Sloan Management Review, Vol. 31, Winter, pp. 7‐18.
  10. Koiranen, M. (1995), “Custopreneurship coalitions in relationship marketing”, in Näsi, J. (Ed.), Understanding Stakeholder Thinking, LSR‐Publications, Helsinki, pp. 184‐94.
  11. Levy, D. and Rothenberg, R. (2002), “Heterogeneity and change in environmental strategy”, in Hoffman, A. and Ventresca, M. (Eds), Organizations, Policy and the Natural Environment: Institutional and Strategic Perspectives, Stanford University Press, Stanford, CA, pp. 173‐93.
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  15. Porter, M. (1980), Competitive Strategy, The Free Press, New York, NY.
  16. Sanchez, R. and Heene, A. (1996), “A systems view of the firm in competence‐based competition”, in Sanchez, R., Heene, A. and Thomas, H. (Eds), Dynamics of Competence‐based Competition: Theory and Practice in the New Strategic Management, Elsevier Pergamon, Oxford, pp. 39‐62.
  17. Schrader, U. (1996), “Consumption without ownership – a realistic way towards a more sustainable consumption”, paper presented at the 5th International Research Conference of the Greening of Industry Network, Heidelberg.
  18. Sheth, J. and Parvatiyar, A. (1995), “Ecological imperatives and the role of marketing”, in Polonsky, M. and Mintu‐Wimsatt, A. (Eds), Environmental Marketing‐Strategies, Practice, Theory, and Research, The Haworth Press, New York, NY and London, pp. 3‐20.
  19. Stead, W. and Stead, J. (1995), “An empirical investigation of sustainability strategy implementation in industrial organizations”, in Collins, D. and Starik, M. (Eds), Research in Corporate Social Performance and Policy, JAI Press, Greenwich, CT, pp. 43‐66.
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  21. Tallman, S. and Atchison, D. (1996), “Competence‐based competition and the evolution of strategic configurations”, in Sanchez, R., Heene, A. and Thomas, H. (Eds), Dynamics of Competence‐based Competition, Pergamon, Oxford, pp. 349‐75.
  22. Thomlison, B. (1992), “Environmental consumerism must meet needs of corporate stakeholders”, Marketing News, Vol. 26 No. 9, p. 12.
  23. Varadarajan, R. and Menon, A. (1988), “Cause‐related marketing: a coalignment of marketing strategy”, Journal of Business Research, Vol. 31 No. 2, pp. 93‐105.

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Metadata

Authors
Rivera‐Camino, J.
Affiliations
Universidad Carlos III de Madrid (ES)
Corresponding author
Rivera‐Camino, Jaime
Venue
European Journal of Marketing
Publisher
Emerald
Published
2007-11-20
Volume
41
Issue
11/12
Pages
1328-1358
ISSN
0309-0566 (ISSN-L)
DOI
10.1108/03090560710821206
OpenAlex
W2043277781
Cited by
270
References
146
Citations by year
2025: 3 · 2024: 7 · 2023: 40 · 2022: 15 · 2021: 25 · 2020: 11 · 2019: 17 · 2018: 19 · 2017: 12 · 2016: 21 · 2015: 17 · 2014: 25 · 2013: 15 · 2012: 12
FWCI
17.73
Type
journal article
Language
en
Open access
Licence
Locations
  • European Journal of Marketing (publishedVersion)
  • LA Referencia (Red Federada de Repositorios Institucionales de Publicaciones Científicas) (submittedVersion, other-oa)
  • e-Archivo (Carlos III University of Madrid) (submittedVersion, other-oa)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Social Responsibility Reporting
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Sustainable Supply Chain Management
Keywords
green marketing strategy, stakeholder management, stakeholder influence, stakeholder typology, stakeholder prioritization, organizational context, economic sectors, organizational characteristics, environmental attitudes

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